Topics covered in this presentation: What technology can offer the marketing savvy consumer, website best practice, how to engage consumers online, driving traffic to your website, and return on investment advice. Presented by Jason Davey, Managing Director, Bullseye and Simon Marks, Strategic Business Communications Manager, Blackmores at Elite Media's Digital Marketing and Media Summit 2009

1. THE POWER OF
PERSONALISATION
BLACKMORES ONLINE SUCCESS STORY
Jason Davey Simon Marks
Managing Director, Digital Marketing Strategic Business Communications Manager

2. BLACKMORES DIGITAL STRATEGY
Digital & Direct
VITAMINS & DIETARY SUPPLEMENTS < $1 BILLION
Strategy
Highly Engaged
Customisation
Outcomes
Blackmores
Personal relevance
Blackmores
Wellness and
Illness Vitality through
natural means
 Confusion
 Clutter VDS Players
 Lack of differentiation
Disengaged
Treatment Prevention
Mindset Mindset

3. BLACKMORES ONLINE TODAY
• 300,000 members
• 120,000+ unique visitors/month
• 4 customer segments
• Fortnightly
newsletter

4. SHOWCASE VIDEO
View the video here: http://www.youtube.com/bullseyedigital

5. OUR RELATIONSHIP MARKETING JOURNEY
2005/06 2007/08 2009 
MASS TARGETED 1-TO-1
Personalisation / Relevance:
Low High
Audience:
Broad Narrow
Relationship Depth:
Shallow Deep

6. AGENCY/CLIENT JOURNEY
2005/06 2007/08 2009 
EDUCATE UNDERSTAND RELATE
Content & Resources:
Low High
Organisational involvement:
Low High
Content updates
Monthly Daily

7. STARTED WITH MEMBERSHIP

8. WEBSITE PERSONALISATION
Gender
Promotions
News & Content
Product

9. TARGETING LIFESTAGES

10. INTEGRATED CAMPAIGNS

11. DATABASE TARGETING
Interaction/Engagement Low
Medium
High SEGMENTATION:
• Category loyalty
• Level of spend
Un segmented
Profiled
Segmented
Level of personalisation

12. SOME SURPRISES IN THE DATA
• 36% survey response rate from 100,000 members
• 34% greater spend Members vs. Non-members
Insight: Membership attracts advocates.
• Net Promoter Score of 79 amongst advocates

13. PERSONALISED CONTENT DELIVERS
PERSONALISED CONTENT + EFFECTIVE DESIGN
= >50% OPEN RATES FOR PERSONALISED EMAILS
4x THE CTR OF NON-PERSONALISED EMAILS

14. DROP-OFF OVER TIME
80%
70%
60%
50%
Open rates
40%
30%
20%
10%
0%
Believers Choosers Potentials Treaters Unsegmented
<6 months 6-11 months 12-17 months 18-23 months

15. RELEVANCE WINS
Pregnancy
Weight-loss SRF
Engagement
Time

16. NEXT?
DYNAMIC PERSONALISATION AND COMMUNITY
We’re building • Community features
Australia’s biggest • Groups
• Wellbeing blog
community
• Personalised news
dedicated to • Blackmores TV
wellbeing and • Podcasts
natural health. • Online Tools

17. DYNAMIC PERSONALISATION

18. DYNAMIC PERSONALISATION

19. PERSONALISATION & COMMUNITY

20. SUMMARY
• Set a clear agenda for your objectives
• Get senior stakeholders/decision makers buy in early
• Be prepared for a journey
• Don’t assume the outcomes
• Learn, adapt, optimise
• Client and agency united
• Data is only valuable with insights
• Resource up
• Engage with consumers and be prepared to be
engaged with!

21. Questions?